In this new article from ABCoffee, I want to share a reflection that grew within me during the past week, spent among the coffee plantations of Brazil.
This first article won’t focus on the raw product itself, but rather on the human side of coffee—an aspect too often forgotten.
My name is Martina, and at Caffè Ernani I work in marketing, communication and education. But above all, I’m a coffee lover.
My first journey to origin was in July 2024. Since then, I haven’t been able to stop. In February 2025, I visited Rwanda, and in June 2025, I returned to Brazil for the second time.
Every time I find myself in those rural landscapes, I fall more deeply in love with them—the red soil, the deep green coffee trees, and the bright blue sky come together in a harmony that feels almost perfect.
The hills of Minas Gerais seem like frozen waves, covered with endless rows of coffee plants.
It’s not just natural beauty—it’s the very heartbeat of Brazil’s agricultural life.
Coming back here after nearly a year reminded me of the people behind the coffee beans we consume every day. It made me feel the true value of this priceless raw material, and sadly, how far we still are from truly recognizing that value in our society.
That’s why this return wasn’t just made up of fragrant cups and poetic tales.
It was a return to the roots—yes—but also to the contradictions of this sector.
A Difficult Question
Maybe I shouldn’t say this on our blog, but I often wonder if all this work in education and awareness is really worth it.
Looking at the numbers, the companies selling the most coffee are often the ones with the lowest quality—in their beans, their processing, and their roasting methods. They invest little in packaging, innovation, or sustainability.
So I ask myself:
“Is it really worth it to keep fighting for quality and knowledge, even if no one seems to care?”
I’ve been searching for the answer for a year now.
And I only found it this week.
“Yes, it’s worth it—and here’s why.”
First of all, because it’s not just my job—it’s my passion. And it’s always worth fighting for what you believe in. I want to thank Arianna Gusmeroli of Ideal Caffè for reminding me of that, with strength and simplicity.
But above all, because I’m not just fighting for a product. I’m fighting with and for the people who represent the best of the coffee world.
The Value Behind the Cup
We rarely stop to think about it, but behind every brown coffee bean we buy, there is humanity.
I was reminded of that by Lais, Luiza, Maria Helena, Thais, and Donna Zezinha—women producers from first, second, or even third generations—who made quality and respect their mission in the fields.
Women who have taken over family traditions, or who have built their strength from scratch. Women who fight daily between the romanticism of the “coffee journey” and the harshness of market realities.
Realities shaped by rules written over 50 years ago—rules that now feel alienating for everyone, not just producers, but exporters, importers, roasters, and baristas too.
These are the same rules that led to a constant race to the bottom on prices, cutting margins to the bone, stalling product development, preparation techniques, and even professional growth and knowledge.
If we don’t recognize the true value of the product, we lack the very foundation we need to build upon.
That’s why, every day at Ernani, we work to tell you stories, to debunk myths and outdated beliefs. We share small, digestible pieces of coffee knowledge to help you see that coffee is not simple or obvious—it’s a rich, emotional, surprising world.
We’re not the only ones doing this, in Italy or around the world—but unfortunately, we’re still too few. And we face daily resistance from those who refuse to let go of these old, worn-out systems—whether out of habit, or fear of change and the unknown.
But in Brazil, that spark came back.
The desire to keep fighting for these women—and for all the other workers, my colleagues, who believe, like me, in a better future.
The Human Being Behind the Cup
Choosing a quality coffee—the goal of this entire journey—is not just about what tastes good in the cup. That would be too subjective, and honestly, a bit shallow.
Buying quality coffee is, first and foremost, a way to recognize and honor human value. It’s a business decision rooted in supporting those who truly commit to sustainability—not just environmental, but especially social.
When you buy something at a very low price, you should remember: behind it, there might be exploitation. There are people who, with their sweat and sacrifices—often unpaid—allowed us to “get it for cheap.”
If we truly want to give people dignity and value, we must remember that everyone’s time is worth something. And it should always be fairly compensated.
During our trip, Matteo Borea asked me:
“Would you ever want your child—or even a close friend—to work in this sector? Especially at origin, or at the other end, as a barista?”
My answer came instantly:
“No.”
“If we wouldn’t want our children doing this work, why should someone else’s?”
It may sound like a simple question, but it really made me think.
A sector we don’t want to work in—because it’s unhealthy, or often unjust—is doomed to disappear… unless we choose to change it. And that change comes through daily actions and choices.
For all these reasons, at Ernani we’ve chosen quality.
We travel to origin to personally select coffees from controlled supply chains.
And we fight a small daily battle—with hope—for a better future for everyone.
Marketing, E-commerce e Social Media Manager
Coffee Lover
